The Literary Criticism of D. H. Lawrence Essay Example

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The Johns Hopkins University Press is collaborating with JSTOR to digitize, preserve and extend access to The Sewanee Review. http://www. jstor. org THE LITERARY CRITICISM OF D. H. LAWRENCE REN? WELLEK is an extreme irrationalist. He wants to Lawrence release us from the horrid grip of the evil-smelling DH. old Logos; he detests abstract philosophy, the particularly to blood-conscious he constantly Kant; beastly appeals to the solar to the consciousness, ness, phallic plexus, for the instinctive, the sub dark gods? so many metaphors intuitive. and the utterly conscious, Literary spontaneous criticism seems to have no chance whatever, rence was a radical and intelligent critic of industrial civiliza tion, traditional sexual morality, and human relationships in general. though Law Still, in 1937, F. R. We will write a custom essay sample on The Literary Criticism of D. H. Lawrence specifically for you for only $16.38 $13.9/page Order now We will write a custom essay sample on The Literary Criticism of D. H. Lawrence specifically for you FOR ONLY $16.38 $13.9/page Hire Writer We will write a custom essay sample on The Literary Criticism of D. H. Lawrence specifically for you FOR ONLY $16.38 $13.9/page Hire Writer Leavis could call him the finest lit erary critic of our time? a great literary critic if ever there one. The one book of was lished during his lifetime, Studies in Classic American Lit in 1943 as erature (1923), was praised by Edmund Wilson one of the now few first-rate books admired not power Literary do that have ever been written literary criticism Lawrence pub on the subject; and in the late 1950s Lionel Trilling Studies, outrageous intellect, universally It will book. and creed. than and understood, to underrate called a great, Lawrences shrewdness, of pungent formulation. Actually ment can of an be is concept age-old of literary criticism a harsh attack is a good restate he the tells us in criticism, account of Phoenix, introducing no more be on John Galsworthy, feeling pro a reasoned duced upon the critic by the book he is criticizing. can never science a science: The it is, in the first touchstone place, much not Criticism too per sonal, and in the second, ignores. it is c oncerned is emotion, with values reason. that We a work of art by its effect on our sincere and vital judge emotion, and nothing else. A critic must be able to feel the a art in all its complexity and its force. impact of work of REN? WELLEK 599 A critic must lectually morally capable very be emotionally alive in every fibre, intel and skilful in essential logic, and then Sainte-Beuve remains to him a great honest. critic who has the courage to admit what he feels, as well as ex the flexibility to know what he feels. Here Lawrence plicitly recognizes the role of the intellect and even of logic while still reserving first place for an instinctive taste or in voiced his opinions vividly, sometimes truculently but often In Our Time the short reviews of Hemingways perceptively: and of Dos Passoss Manhattan Transfer, the introductions to sight. In many contexts, in letters and in reviews, Lawrence Bottom translations of Verga and to Edward Dahlbergs on H. G. Wellss World and even the demolition Dogs, jobs (all collected in of William Clissold and on John Galsworthy are good traditional criticism. The World of Wil Phoenix) liam Clissold is all chewed-up newspaper, and chewed-up scientific reports, like a mouses nest. Lawrence and retells with comic indignation, for instance, The Apple Tree vulgar to show sentimen The tele I con bits up Galsworthys talism. Lawrence novel scope pher, class-bound snobbery view has a grand of the novelists mission. s a great far greater than Galileos discovery: or a novelist, elses wireless. somebody Being sider myself and here superior to the saint, the scientist, who are all great masters the philoso of man the alive, but never the poet, of different get the whole hog. Whole hog means total man? soul, and body? from which mind, or should so that he can cause creates create . . . The on the ether. as a tremulation tremulations novel man can make can the whole alive tremble. The novel help us to live, as it reveals else can: all art, (as does nothing man the relation between and his circumam presumably) at the is the moment. The novel bient universe, living high est of subtle inter-relatedness that man has discov example reasons Lawrence the relation ered. For obvious pondered novelist to morality and specifically to pornography. He of overt moralizing. Morality is that delicate, disapproved for ever trembling and changing balance between me and my of the novel 600 circumambient LITERARY CRITICISM while OF D. H. LAWRENCE universe; as if the novelist put his thumb in the scale, to ? is pull down the balance to his own predilection? and that is for Lawrence immorality. He admits that the novel is not, as a oralizing? tendentiousness rule, immoral because the novelist has any dominant idea, or purpose. The immorality lies in the novelists helpless, un conscious predilect ion, blood-and-thunder novels, in sentimental in smart cynical sweet novels, novels, in any in art that falsifies reality and real relationships. He agrees that every work of art adheres to some system of morality. But if it be really a work of art, it must contain the essential criticism on the morality to which it adheres. Lawrence was understandably much concerned with freeing the novel from prudish restraints in sexual matters. We all know of his post humous victory in England. The trial, in 1960, of Lady Chat a terleys Lover broke the taboo on four-letter words with vengeance, but Lawrence himself in Pornography and Ob scenity and in his spirited defense A propos Lady Chat terleys sor Lover9 was eager to make a distinction . . . it, he between pornography and frank depiction of sex. Even I would Pornography remarks, cen is the genuine rigorously. pornography, to insult sex, to do dirt on attempt whereas (he argues) his own fiction does away with tality and obscenity. Lawrence professes no interest in the both critical sentimen widdle twaddle about style and form, and he ridiculed Clive Bells term significant form. He disapproved of the craving for form in the novel after Flaubert and singled out Thomas Mann as the last sick sufferer from the complaint of Flau identifies Aschenbach, bert. Oddly enough Lawrence aged in Manns Death in Venice, with Thomas Mann fifty-three and sees Mann as old and superannuate d, though he was in 1913. Even Madame Bovary seems thirty-eight years old tome dead in respect to the living rhythm of the whole work. The maxim nothing outside of the definite line of the book seems to him stultifying: the uman mind cannot fix abso a living being. He thus lutely any definite line of action for defends a loose organic form: We need an apparent form REN? WELLEK definite saying form that is mechanical. every work of art He has 601 sounds almost its own form, lessness, Crocean, which has no relationship with any other form and which the admits the existence of no other form. He defended of Sons and Lovers by saying: All rules of construc form tion hold good only for novels which are copies of other novels. A book which is not a copy of other books has its own construction. He argued, parrying objections to the first ver sion of The Rainbow (then caned The Wedding Ring), You inmy novel for the old stable ego? of mustnt look the char acter. There individual allotropi e been used gle radically to whose action the according as it were, and passes unrecognisable, through, a sense than any weve states which it needs deeper are states of the same to exercise, to discover sin ego, is unchanged element. is another novel and the concept of rejection of the well-made fluid form and indeterminable character sound like unique defenses of the innovations that could loosely be called mod ernism. Lawrence was also a strong advocate of free verse. The But this is deceptive. Lawrence detested psychologizing the mentalities of Proust. In a jeering attack that self-important lumps Dorothy Richardson, Proust, and Joyce together, he accuses them of preoccupation with petty trivialities. Did I feel a twinge in my little toe, or didnt I? asks every char acter of Mr. Joyce or It of Miss Richardson or M. Proust; Joyce and Miss Richardson the finest to be threads. absorbedly really self-conscious. strip their smallest emotions to a certain is childish, after In a letter Lawrence ge, com plains more violently of an installment of Finnegans Wake in transition: My God, what a clumsy olla p? trida James of quota Joyce is! Nothing but old fags and cabbage-stumps tions from the Bible and the rest, stewed in the juice of de old and hard liberate, journalistic dirty-mindedness? what worked staleness, masquerading as the all-new! In another letter he would-be or real says: and James Joyce b ores me utterly fictional stiff? too terribly done-on-purpose, life. Lawrence wanted without characters spontaneity and books to be alive, to be quick. Quick, he tried to explain, means 602 LITERARY CRITICISM OF D. H. LAWRENCE [the man the other phallus, fuchsias, F? rsters the live in the novel] must have things trains, silk-hats, stars, round character ideas, and in the novel: cats, God, flat is snow, sorrow, a quick bed-bugs, people, relatedness sunshine, food, to all the paper. But this does not get us much characters. the always tooth-paste, lightning, diphtheria, and toilet further than E. M. in Lawrence, In practice, man or woman. instinctual All novelists are phallic worshippers. From Balzac to Hardy, it is so. Nay, from Apuleius to E. M. Forster. Yet all of them, when it comes to their philosophy, or what they think-they are, they are all crucified Jesuses. They all suffer from this duplicity of overt and latent meaning. This sense of the double bottom, of the subtext, the latent all of Lawrences meaning, pervades the unmaskers, that convinced the criticism. conscious He is one of of intentions the artist may run counter to his deeply contrast is an old idea in criticism: well gels, prominent in such diverse unrelated felt allegiances. This known to the Schle critics as Dobrolyu bov in Russia and De Sanctis in Italy, and used by Engels in his famous etter on Balzac. It is memorably formulated in Studies in Classic American Literature: by Lawrence trust the tale. The function Never the artist. Trust proper a critic is to save the tale from the artist who it. created of as version this: The artist, who writes earlier The amplifies a dream, a somnambulist, is in the truth as in spell of pure man and moral the wakeful and contr adicted contravened by sits at the desk. ist who looks for symbols in literature, and he distin guishes them, in the fashion inherited from Goethe via Cole ridge, from allegory. Allegory is narrative description using, Lawrence as a or didactic purpose. Myth lies be nearly always for moral hind the symbols. The images of myth are symbols. They dont ing, mean human something. experience. a rule, to express certain definite images qualities. means is a term in the argument and image something, Each and is a symbol. And the power of the symbol is to arouse the deep emotional self, and the dynamic self, beyond compre stand They A complex for units of of human feel emotional experience REN? WELLEK 603 experience invent hension. ithin invent a Many ages of accumulated No made man up can of still throb can or symbol. an emblem, images: but not symbols. Myth with Lawrence implies a view of history that is often another version of the dissocia tion of sensibility, the growing alienation of man, the artists conflict with society. Sometimes this historical scheme is de rived from Houston Lawrences Steward the wide reading in prehistory, anthro images: He symbols. or metaphors: pology, rison, Africa, and philosophies ascribes or Etruria of history Chamberlain, status of the (in Frobenius, nd many primeval Jane Har others); the now scheme to a mythical Atlantis, a fanciful Mexico, wholeness the same society is assigned to the Mid decayed. dle Ages? the grandiose, violent past of the Middle Ages ? or to the old peasant civilization, in Sicily or Sar simply or the old English countryside before industrialization. dinia, Sometimes it is thought of simply as a decay of wholesome sketches a history of English poetry in sexuality. Lawrence was terms. Chaucer these and fearless, but lovely Shake is already morbid with the fear of sexuality. Drink speare to me only with thine eyes, sings the cavalier (as if Ben Sometimes consciousness The cavalier). physical in Burns. the Wo rdsworth, Keats, song gives Shelley, all are post-mortem Swinburne and Wilde Brontes, poets. tried to start a revival from the mental field? meaning Jonson had been a last a that they, like the French reviving symbolists, were But Lawrence intellectuals wrote of self Swin consciously burne: the I put him with sexuality. us. Shelley as our greatest as destined poet. He is last fiery Lawrence spirit among conceives of himself o reconstitute this original unity of man, to reconcile the mind and body, to establish the proper harmony between male and female? not necessarily the biological sexes, but (in a theory clearly to whom he alludes) as poles derived from Otto Weininger, between which every individual takes or rather has to take an intermediate position. This scheme of sexual psychology, combined with the scheme of history, which is not just primi tivism but a utopia of rebirth, becomes the main standard 604 LITERARY CRITICISM OF D. H. LAWRENCE by which he judges books and charac ters in books. Char acters are frequently discussed without any regard to their function in a book, simply as human beings living today whom he examines for their morals and asks for right be havior in a situation the content abstracted of a book from the book. Literary criti cism breaks down. Lawrence stroys simply allegorizes books, de and uses these allegories to expound his own ideology. This practice comes out clearly in his discussions of Tol sees itmerely as preted when Lawrence displaying Anna and unable to live in the pride of their sincere passion, Vronsky and spit inMother Grundys eye. This judgment is repeated several prets Anna times Tolstoys and motto is made worse when is mine: Lawrence I shall misinter repay, as Vengeance stoy and Dostoevsky. Anna Karenina is grossly misinter or the pattern of a writers mind, if Tolstoy demned identified with the vulgar divine social condemnation Lawrence of con the discon the later ascetic Tolstoy, exaggerating the early and the late stages, opposi ng the tinuity between sensuous with philosopher of understanding a very nauseating man the younger Christian-brother to and Vronsky punishment. marvellous the hood idea of himself. But Lawrence disliked even War and with that fat, Peace, calling it downright dishonourable, diluted Pierre for a hero, and with more justification he spoke dead of Prince Nekhlyudov as lumber. in Resurrection as a muff, as Dostoevsky the violence is treated with of Lawrences embittered hostility. must be Some of ascribed pronouncements to his distaste for Middleton Murrys exaltation of Dostoev and the Russians sky, to the whole English cult of Dostoevsky war years; but essentially it ismotivated by Law during the rences contempt and for Dostoevskys religion, which a he sus pected Crime of hypocrisy. Punishment The is early a tract, letters vary a treatise, in stridency: pamphlet. Lawrence did not care for The Possessed: Nobody was pos sessed enough really to interest me. They bore me, these squirming sorts of people: they teem like insects. But the same letter attempts a reasonable classification of Dostoev REN? WELLEK 605 skys characters according to their will and a criticism of what might be called his angelism. The whole point of Dostoev sky lies in the fact of his fixed will that the individual ego, the achieved I, the conscious entity, shall be infinite, God like, this and is absolved as phrased a introvert, purely . e. free. Even from all relation, a condemnation. was Dostoevsky was not will? there disintegrating earlier a pure a grain of the passion of evil. of love within become, him? all now, the passion a supreme of hate, wicked It has I think, ness to set up a Christ worship as Dostoevsky did: it is the an evil will, disguising in terms of love. outcome of itself God and S adism, he is foul. Most ex Dostoevsky, mixing are called travagantly Dostoevskys books and Murrys on him stuff. offal, putrid more drastic Even a rotten was Dostoevsky is this: like Dostoevsky, little the stinker. can rest, nicely stick his head between the feet of Christ, his behind in the air. A poem sums it up: the Judas, Dostoevsky, with his sham Christianity ruined epileptically the last bit of sanity left in the hefty bodies of the Russian nobility. Now Its Happened, Pansies When Lawrence was induced to write a and waggle (1929) preface to The Grand Inquisitor (1930), he assumed a calm tone, retelling its point completely. the legend, but misreading Dostoevsky correct you. And Jesus in the end gives the kiss of acquies cence to the Inquisitor. Jesus kisses the Inquisitor: Thank you, you are right, wise old man! But surely Jesus Christ does not accept the arguments of the Grand Inquisitor. He answers them in the only way supposedly says there: Jesus, you are inadequate. Men must silence and forgiveness. The Inquisitor is refuted by ? by the kiss. Alyosha immediately afterwards kisses Ivan, forgiv ing him his atheism, answering his revolt with Christian religion can answer atheism 606 love. Ivan LITERARY knows CRITICISM this when OF D. H. LAWRENCE he Thats says: You stole it from my poem. The rest of the novel? Father Zossima, Brother Markel, the conclusion with Alyosha prom other (as do Dostoevskys ising the boys immortality? testifies fictional and journalistic) to the correctness of this writings, interpretation What Chekhov This can and one the wrongheadedness Lawrence writer and the of Lawrences, writes a in a which, letter was meant that a plagiarism. surprisingly, has been echoed widely. say when is a second-rate against of the willy Russian greatest enormous amount Tolstoy, now wet-leg? writers they had revulsion after denial, to Lawrence all, earlier: of tered almost more greatest writers Turgenev, han all time. anything, But and I thought he realized Dostoievsky? mat them the a certain insensitive crudity and thick, uncivilised, stupidity about them. He deplored their self-consciousness, their probings into the soul. That is almost the whole of Russian literature: the place phenomenal people. common coruscations of the souls of quite . . . Thats are so the Russians why popular. Every character in Dostoevsky absolutely or Chekhov thinks himself prefers who un had the terse straightforward who have mer. Rozanov have not no soul He made inwardly a nonesuch, art of Verga writing be hard mong unique. Lawrence about Sicilians got our sort of subjective in our sense of the word. Russian discovered than Verga one it would exception more to imagine: the Russians: recovered consciousness, more Anything save Ho he Vasily for having Rozanov. Reviewing or less Solitaria, he praised the genuine pagan vision, the phallic vision, though he suspects him to kennel. The other book be a pup out of the Dostoievsky then translated, Fallen Leaves, interested him less as just fragments of thought jotted down anywhere and anyhow. Lawrence was realized with something of a shock, . . . ow much finer and purer and more ultimate our own stuff is compared to the writings of the Russians. A long study of Thomas Hardy, all in 1914 but not published until 1936, wanders written happier with his predecessors at home. He REN? WELLEK 607 its author finally novels, some witty over the place but does contain, when tles down to a consideration of the set re telling of the absurd plots of the early novels and good com ment on the role of the setting in The Return of the Native. Lawrence and with the usual rejects Hardys metaphysics, contrast Lawrence ines? Eustacia, between overt and latent that Sue? s meaning thinks that turn hero painful ing to the earth, denies, to landscape, then he the position tragic. is true to himself. of Hardys Necessarily however, and Tes s, itwas, but they were not at war with God, only with Society. . . .And the men killed them, not the judgment judgment of of their own souls or the judgment of Eternal God. There is, he feels, a lack of sternness, there is a hesitating betwixt life and public opinion, which diminishes the Wessex novels from the rank of pure tragedy. But other contexts show that Lawrence actually did not rank tragedy highly. The little poem Tragedy looks tome like man In love with his own defeat. is only a sloppy way of being Which I cant very cared much so care about the woes in love with and yourself. tragedies of Lear and Macbeth they excessively and Hamlet themselves. and Timon: must be taken literally. In a vivid Lake Garda included in Twilight demns the based account of theatricals on con in Italy Lawrence proves of the reconciliation at the end of the Oresteia but finds the final duel in Hamlet merely foolish. Later he re is all sexual: the peats that the real mortal coil in Hamlet young mans horror of his mothers incest, sex s in its concep character of Hamlet repulsive on self-dislike and a spirit of disintegration. He tion, sees Hamlet even far more than Orestes, his prototype, as, a mental Lawrence anti-sensual. creature, ap anti-physical, it a wild and nameless terror which, it seems to me, carrying with it had 608 never LITERARY CRITICISM carried before. In OF D. H. LAWRENCE of all of Lawrences revulsion against his time, he remained a Utopian, hope, who disapproved of tragedy. The terms discussion of Hardys main novels spite full of messianic unfortunately de generates Arabella grated. quickly into a criticism chematic of the main typology. characters For her instance out in of Lawrences Arabella sexual as in Jude the Obscure is not is defended, while made Sue is deni to so coarse be. Sue is not a woman: she had no love for Jude. But how or could Lawrence anybody else know that Arabella? who throws a pigs pizzle at Jude after sticking the pig to bleed it slowly to death and who deserts Jude in total incomprehen sion of his ambition for learning? was less coarse than Hardy as being? Lawrences criticism here and inmany depicted her instances or suffers from a common critical vice: the confusion Hardy of fiction and reality, the use of fiction Similarly preconception. a thesis? or rather several to illustrate a theory theses? on national is imposed on history, and sexual typology psychology, American writing in Studies in Classic American Literature in (1923). The chapters exist in earlier versions published the English Review in 1919 and 1920. These are more sober less less strident in tone, less Carlylese, and straightforward: exclamatory in style, but in also less pungent and The national psychology however, preposterous soul sential American which its wild s at the basis generalizations: stoic, and isolate, seems to me, The a killer; es In impressive. is hard, America, nobody does anything from the blood. Always from the nerves, if not from the mind; Ghastly Americans, with their blood no longer blood. A yellow spiritual fluid; The American has got to destroy. It is his destiny. It is his destiny to destroy the whole corpus of the white psyche, the white consciousness; A merica hurts, because it has a influence upon the white psyche. The Ameri disintegrative are depicted as thinned out, intellec cans (all Americans? the old European tualized, hating same time as demonic, destructive. spontaneity, Lawrence but detests at the what powerful could be called the idealist tradition in America: You must REN? WELLEK 609 look through the surface of American art, and see the inner it is all mere diabolism of the symbolic meaning. Otherwise childishness. Or: You have got to pull the democratic and idealistic clothes off American utterance, and see what you can of the dusky it underneath. Lawrence does this, body of first, by denying that the Pilgrim Fathers came for freedom of worship. Instead, as the earlier version develops it, they life at its had a gloomy passion to destroy or mutilate very quick, lusting in their dark power to annihilate all living impulses, both their own and those of their neighbour. Then Benjamin Franklin is satirized for his utilitarian Philis tinism. He tries to take away my wholeness and my dark forest, my freedom. Franklin is oddly considered as some kind of dark plotter who has done more to ruin the old Europe than any Russian nihilist; how he is such remains we take him as the obscure? unless symbol of the shallow and technology. Enlightenment James Fenimore Cooper is ridiculed for social snobbery and man to service He was a gentle lip egalitarian democracy. sense of the word. in the worst are The white novels are but the Leather Tales condemned, par stocking praised, ticularly for the stark, stripped human relationship of two and Natty Bumppo, deeper than the men, Chingachgook deeps The a of sex. The tales create of a new myth relationship. men are two childless, womanless of opposite races a new the clue, the inception of The humanity. Deerslayer is a man who on white turns his back an isolate, society, elfless, stoic, enduring man, who lives by death, by but who is pure white. This is the very intrinsic-most killing, American. almost the germ of the future. Poe, in contrast, belongs entirely to the past. Ligeia is as a interpreted ghastly story of the assertion of the human will, edge. the will-to-love Poe and the will-to-consciousness, asserted Suddenly this lonely man is seen as containing against d eath self-consciousness, ghastly disease, itself. The pride of human the of extreme conceit of in knowl excessive of the spiri and is for Lawrence love? love representative intellectualism, here meaning omantic 610 LITERARY CRITICISM OF D. H. LAWRENCE tual love contrasted with healthy sex. Lawrence ridiculed it also in Dante and Petrarch, who had their spiritual concu bines, Beatrice and Laura, but fathered babies by other women. in the There is no overt discussion of transcendentalism Studies, but in a review of Stuart Shermans Americans (1923) Lawrence expressed his opinion of Emerson sufficiently: he is an that knew idealist. Emerson only God who send me Quoting that I am there surrounded by messengers of credentials day by day, Lawrence are many messengers. Gabriel. There was jeers He a forgot a sort of smooth-shaven whole bunch of others. But Emerson had a stone-deaf ear for all except a nicely aureoled Gabriel qui n avait pas de quoi. The prime example of Lawrences method of unmasking appears in his criticism of The Scarlet Letter, amasterpiece, but in duplicity and half-false excitement. The book is al a colossal satire on the destructive love of legorized into woman. Hester is a devilish girl-child, a little demon who married an Italian was se count (a detail invented by Lawrence). Dimmesdale duced by Hester but took his revenge in the public confession at the end. s The which Scarlet Hester oriental, characterized a Sister Woman became of Mercy. as a Great is called Mother and weird spiritual geography Prynne is a demon, a witch, a devil, as Pearl in Lawrences means also that the aboriginal American principle [is] work is a malevo ing in her, the Aztec principle. Chillingworth is lent soul, somebody like Francis Bacon, while Di mmesdale the whole clue to Dostoevsky. These ideas are developed in the earlier version? Dostoevskys whole essence is in further alle last days of Arthur Dimmesdale? and The world is like Dimmesdale [and thus gorized fancifully: in the dark races. t has its Chillingworth like Dostoevsky? ], in Germany. Lawrence considers the It has had its Hester as resulting from Hawthornes surface meaning of the book is a pious fraud. Still duplicity. All his reasoned exposition Lawrence praised the book ecstatically as a profound and wonderful book, one of the eternal revelations. It is far these REN? wellek more than and . . . more 611 perfect than we any work of fiction in French? though, shortly before, are told that Hawthorne is not, at least in his greatest work, a realist, straction, nor as even it exists a novelist. in its first The abstract characters nakedness. re not The even profound [Dostoevsky], types. They represent the human soul in its passional ab Scar let Letter is a legend ary myth. It contains the abstract of the fall of the white race. It is the reverse of the myth of Eve in the Book of Genesis. For Lawrence the book scarcely belongs to the realm of art. It belongs to the realm of pri mary or passional ethics and ethnology, the realm of the myth and the morality play. Its claim to be a historical romance is entirely lost sight of. in Studies of Melvilles South Sea ro The interpretation mances is less far off the mark. paradise but also expressions of hatred for the life of civi is saying: The ugliest beast on earth is lized man. Melville in which the white man. But the chapter on Moby-Dick, Lawrence They are not only escapes to one of the strangest and most wonderful is perverse in its allegorical misreading. supposed to represent our deepest praises it as a surpassingly beautiful book, as books in the world, The white whale is the blood-consciousness, last phallic the maniacal assisted by being of the white man; and he is hunted by mental fanati cism of our white consciousness, races: and black, Queequeg, the other red, yellow, Tashtego, Daggoo. Why the white whale should or could man is remains particularly of the whale. In the last chapter of Studies Lawrence calls Whitman a the first heroic seer to seize the soul by very great poet, the scruff of her neck and plant her down among the pot is criticized sherds saying Stay in the flesh. But Whitman and disparaged for his celebration of all-embracing sym He couldnt quite break the old maddening bond of pathy: he couldnt quite get out of the rut of the love-compulsion, is addressed: the charity habit. Whitman Youve cooked the awful pudding of One Identity. He reaches an empty onsciousness of the white the phallic represent nor can one understand what obscure; totally Ahabs obsessive mental about Captain pursuit 612 LITERARY CRITICISM OF D. H. LAWRENCE Allness. An addled egg, but this last merging is only death. (The rejection of romantic merging with nature and the uni verse is an old theme of Lawrence. Wordsworths as is ridiculed the primrose impertinence never Keatss sang a plaintive nightingale at his Caruso But then Lawrence jauntiest. ) and praises Whitman for his essential message Road, the heroic message of the American on poem and bunk, and but was anthem turns around . . the Open con future, ceived of as a lonely journey away from mansions and from too close association with other people. The message of Whit man seems identical with that of the Deerslayer. Purified of the exultant message of merging, purified of myself, American Democracy, of souls in the Open Road, full of glad full of fierce readiness, full of the joy of worship, recognition, when souls. one soul sees a greater soul. The only riches, the great So ends a book that had an impact far beyond its claim to literary criticism. Examined as criticism, it will appear often perverse, insensitive, indiscriminating, lacking in all the vir tues of scrupulosity, submission to

Television and violence

Television and violence The Tidusville population associates television with violence according to the statistics results. The KTDS management had earlier on received complaints over the high level of violence in the programs aired.Advertising We will write a custom report sample on Television and violence specifically for you for only $16.05 $11/page Learn More Nevertheless, they associated this claims with political influence, however, they did not seem genuine. Moreover, according to the statistic test results, the number of hours one spends watching the television contribute to their perception on violence. The respondents, who watched television for about 23hours considered the programs as â€Å"not very violent†; however, from those who watched television for less than 13 hours in general, they gauged television programs from too violent to violent. In this case, violence tendencies are aroused by the time spent watching programs with violence, but 1 to 2 hours per day are ideal (Centerwall Para. 2). However, Cline, Croft, and Courier (363) claim that children with less exposure to television programs tend to get more aroused to violence than those with high exposure. From this claim, it can be concluded that although everybody is likely to get violent, the length that such arousal to violence lasts depends on the level of exposure to television programs. The results further showed that marital status and age had nothing to do with one’s perception on violence in television. Therefore, it is clear that violence in the programs aired has increased, and it has little to do with political influence, despite the fact that politicians will use this factor to lure people into voting for them. The KTDS management should react to the problem, not for the benefit of the politicians but for the whole population, since a successful business caters for the needs of all customers. The Tidusville population should be enlightened on the importance of som e programs aired. Such programs may involve violence but have valuable lessons towards the end.Advertising Looking for report on communications media? Let's see if we can help you! Get your first paper with 15% OFF Learn More Recommendation Having viewed the statistical results, it is clear that the level of violence has increased in relation to television programs. Additionally, prior Chris’s assumption that these complaints could be politically mobilized is also a fact. However, for the sake of customers, the management should act fast. First, they should reduce the programs that are related to violence during the day, since most children are present especially when schools close. These programs should be aired at night when children are asleep, since most adults understand that programs are only fictional and they can be hardly influenced by them. The main aim of starting a business is to make profits and attract customers; therefore, the KTDS mana gement should ensure that all its customers’ needs are catered for. Therefore, they should consider reallocating the programs to different timelines to fit the viewers. Another strategy that the management should put in place is advertising the upcoming programs before they are aired, and insert the suitable age recommended for viewing. The management would go an extra step by airing such programs after 9pm, as most people are asleep, and only the a few interested people will watch the programs. Since the results showed that women considered television programs more violent than men did, the management can lure women with soap operas before they air other programs. Limitation The Pearson’s chi-square technique that was used in determining one’s perception of violence in regards to gender is favorable, as it concluded that women viewed television program more violent that men. This techniques tests goodness of fit and independence. The wilcoson rank test provides assumptions such as independence; this technique can be used as an alternative when population cannot be assumed. However, this technique is not effective when an assumption violated. The CI on a proportion technique works well, as it indicates that a degree of confidence cannot be less than 92%, hence containing an exact proportion. In spite of working with a small number of respondents than expected, the study proved fruitful. The above techniques used vary; however, they have provided a quality rationale for this study.Advertising We will write a custom report sample on Television and violence specifically for you for only $16.05 $11/page Learn More Centerwall, Brandon. Television and Violence: The Scale of the Problem and Where to Go From Here. JAMA, 267(22). 1992. 09 August 2011. https://www.cursor.org/ Cline, Victor, Croft, Roger and Courier, Steven. Desensitization of Children to Television Violence. Journal of Personality and Social Psychology, 27 (3); 360-365. 1973. 09 August 2011. https://psych.utah.edu/

Pen pal letter Essay Example | Topics and Well Written Essays - 750 words

Pen pal letter - Essay Example I would actually tease him every evening to dance a little before he would hug me goodnight. The interest in dancing grew in me though with a lot of resistance from my mother who believed that my concentration in dancing at an early age would adversely affect my education. In fact, I once received a thorough beating from my mother when she learnt that I had sneaked from school and went for kids dancing festival without her knowledge. However, the interest grew in me in last year I decided to talk with my mother of my great interest in dancing and she consented to my interest in joining a music class for part time studies; I therefore enquired from the school and through their guidance; I successfully enrolled for this class last month. I have come to like dancing more, especially after watching the clip you sent me as well as other dancing clips provided for by the school. As it has been my interest, I am enjoying the training on different free styling dancing techniques (Chris and C antrell, 1-2). The class has been instrumental in helping me understand the different other types of street dances which I only used to see in music videos. The moves in the different dancing styles are quite fascinating and some are proving quite challenging to learn fast. I admire some of my friends in class who show high levels of flexibility and are easily copying into dance moves as shown from dance clips. My greatest challenge has been because of the little practice that I have been doing prior to enrolment for this class due to the discouragement from my mother. I actually had very little exposure to dancing despite my keen interest into the same because whenever found dancing by my mother at home, that would attract a punishment. This led to little exposure and I always had the dream of becoming a professional dancer. Nevertheless, I must tell you that the start has been fantastic and I am very eager to learn more in dancing. I have also had great support from my instructor despite my slow pace in learning that I have an outstanding capacity to perfect in dancing. A recent performance in a church forum actually made my mother very happy and she highly apologized for discouraging me from dancing earlier. I am therefore very existed about it and I must thank you for inspiring me into enrolling for this class. The class is in a very conducive environment and the instructors are highly trained in dancing. The class involves two aspects, which are the lecture class as well as the dancing studio class. The lecture class experience is fascinating especially in learning the evolution of various dancing styles. I have found it increasingly interesting to analyze the different dances that have been in the world and more so the backstreet dances. One would likely conclude that then modern day dances are the ultimate thing but I have discovered that more are to be discovered. The lectures have especially been interesting because of the humorous lecturers we have w ho would go miles in explaining and illustrating the dancing stiles being studied. With illustration clips, dancing becomes very real in class and one can never wait for the studio practices. We also hold dance reviews, discussions as well as dance demonstrations with the aid of our lectures in classroom set-ups. The studio practices are on the other hand very interesting as we practice what is learnt in lecture set-ups and this is how I learn

E-Commerce Essay Example | Topics and Well Written Essays - 2750 words

E-Commerce - Essay Example The use of the Internet in this sector has given birth to e-tourism. In this scenario, e-tourism deals with offering tourism and travel related services and products over the internet. Additionally, modern IT based tools and technologies play a significant role in connecting the tourism chain creating a large number of advantages for all stakeholders involved in this business and, eventually, to the end user. In this scenario, the electronic commerce (e-commerce) can catalyze the tasks that are performed in the tourism sector. In addition, the e-tourism sector can modernize a number of ways of creating and maintaining the tourism business (Scavarda et al., 2001; Tremblay, 1998). This paper presents a detailed analysis of this latest emerging trend. The basic purpose of this research is to analyze different aspects of e-tourism. This paper also discusses the latest developments in this area. Literature Review E-tourism industry has developed as a Frontline area of information technolo gy. Many scholars and academics have conducted researches related to e- tourism industry as this industry is growing rapidly and more and more people get interested in studying this sector narrowly. Some of the researchers have highlighted the positive aspects of e-tourism; its success factors and development and some have emphasized on the challenges and weaknesses that are being faced by e-tourism industry. Developments in E-tourism In their research article, (Connell & Reynolds, 1999) discuss that there is a change in the entire system of operations of a tourism company with the emergence and implementation of new technologies. Additionally, due to the lively progress in using the information and communication technology, there is a big change in the arrangement and procedures in the tourism industry. These modifications are clear in a way that now the tourism organizations interconnect and interact with their customers and how they bring about the task of their distribution. The se progresses provide a chance for inventive tourism industry to enhance their comparative position in the global marketplace. In addition, e-commerce and ICTs are playing a major role in exploiting the internal competence and efficiency of tourism organizations. E-tourism has transformed the entire business process, the whole value chain and the relationships of travel and tourism industry with the interested parties (Connell & Reynolds, 1999; Scavarda et al., 2001). In other words, it can be said that e-tourism will progressively govern the effectiveness of the organization (Schoefer, 2003). The research shows the travel and tourism sector is believed to be a significant element of today’s financial system. A survey carried out a well known firm known as World Travel & Tourism Council (www.wttc.travel) revealed that almost 13% of the international GDP is derived from tourism and travel sector. On the other hand, tourism and travel sector has appeared as a major functional a rea in the b2c (business to commerce) e-commerce, for the reason that it corresponds to more than 50%

Sport marketing assignment Essay Example | Topics and Well Written Essays - 750 words

Sport marketing assignment - Essay Example His experience applies a lot in my career where I am studying at a level that is considered of an older age. His experience is evidence that age does not determine how successful you will be in your career. The class guest mentions that studying at a young age can be overwhelming, but with the proper attitude and determination, it is possible to make it. The performance of the franchise was so poor that there was a joke to personify the franchisee. Radio hosts often teased their listeners and told them that they could win a first prize, which was two tickets to the nuggets game and the second prize would be four tickets to the nuggets game (class guest). However, the class, guest did not let this ridicule pull him down or throw him off course. He knew if he were successful in the franchise, he would have a chance at getting far with his career. No matter what people talked, he stuck to his vision and with determination and calculated moves, he made the difference. In my career, people always talk down and tell me how it is impossible to make it. If I follow the experience of the class, guest, I will definitely make it to the highest point of my career. When the guest joined the Nuggets, they were averaging about 4000 in season ticket sales. This situation made it hard for him to introduce himself as the vice president of the Denver Nuggets. When the guest made these comments, it seemed impossible for the Nuggets to get back on their feet. However, the most insightful thing that he mentions is how they were able to transform the franchise from the situation; it was into the success that the franchise had only three years to make it or break it. It is not easy to improve a business of such magnitude in such a short time. Doing so involves a lot of dedication and determination. Another factor that was working against them while struggling to improve the franchise was the pressure that was coming from the

Intelligent Lighting Control Using Android Application

Intelligent Lighting Control Using Android Application Divya Srinivasan, N.R.Raajan, Jayakumar V.K, Manonmani P Abstract: In this era where smartness is the key, automatic systems are preferred over manual ones. An important application of smart technology is efficient energy utilization, which is the need of the hour. Energy consumption can be minimized by turning off lights when they are not required, optimizing lighting levels to suit workers and by embracing green technology. One simple way to reduce carbon footprint is the usage of a lighting control system which delivers light as per the requirements and avoid unnecessary wastage. In this paper, a lighting control system using an android application has been proposed. Android is one of the widely used open source mobile platform and the user base is growing faster day by day. As more people are using smart phones, controlling light using an android application is cheaper, easier and cost effective. Keywords: Light control, Arduino board, GSM/GPRS module, Relay board, Android application I. INTRODUCTION Reducing energy consumption and increasing user comfort have always been main objectives of any intelligent building in today’s scenario. Meeting these two demands is a complex task. This paper presents an effective way to reduce energy utilization and increase user comfort. In this paper, Arduino, a microcontroller is used. It is an open-source embedded platform where one can write programs and run it using hardware. Arduinos have the ability to sense the environment by getting input from different sensors and it can control its surroundings by controlling light, motors etc. The communication between a smart phone and microcontroller is established through a GSM/GPRS module. A GSM/GPRS module is same as that of the normal mobile phone and it needs a SIM card to communicate. It does the job of a normal mobile phone. This type of communication is called Machine to Machine (M2M) communication. What it means is that both wired and wireless systems are allowed to interact with oth er devices. It enables the flow of data between machines and finally between humans and machines. Irrespective of the nature of the data or machine, information flows in the same way, which is starts from a machine .Then it passes over a network and then through a checkpoint or gate to a system where it can be evaluated and acted upon. The aim of the M2M hardware is to provide an interface between the machine and the network. This paper deals with this M2M communication. Work to be done by the end user is very simple. Wireless communication makes human life easier and simpler. And especially with mobile, everything is instant and reachable. The block diagram of the proposed system is shown in fig 1. Fig 1.General Block Diagram II. GSM MODEMS GSM modems are much like GSM devices which helps in providing GSM functionality according to our needs. A complete phone can be built using a GSM modem but that would be a waste of important resources like time, which is of the essence, and money, because a phone would work out to be more cost effective. DTMF can help us control remotely, but DTMF (Dual Tone Multi Frequency signaling) in the aspects of monitoring has its own limitations.In these cases GSM modems can really be helpful. GSM modems can play a key role in projects which requires Remote Monitoring and Control. In this way Machine to Machine communication can be established. Pre-defined commands can be used to control GSM modems by sending them serially. These pre-defined commands are known as AT commands. In this paper the focus is on messaging only. AT commands also known as theHayes commands, is a specific command languageactually developed for theHayesSmartmodem. The command set comprises of a series of short text stri ngs that combine together to give complete commands for operations like dialing of numbers, call termination and the required parameter changes of the connection network. The Hayes command set is one of the most commonly used and is available in numerous variations. III. HAYES COMMANDS Some basic commands which are required to perform basic telephony operations are mentioned below Messaging Set Message Type as Text AT+CMGF=1 Set Message Destination Number Type Message AT+CMGS=+91XXXXXXXXXX When this command is entered, there is a prompt of the GSM modem terminal wherein the message to be sent is typed. After the message in entered, Ctrl+Z is pressed to exit terminal prompt. Once all the above steps are followed, the message will be sent to the user by the GSM modem. In addition to the above commands, a set of sequential messages will be sent by the GSM modem when an SMS or Call is received. Some of the messages are mentioned below. Incoming SMS Incoming SMS returns a message +CMTI: SM, 23 Read SMS To read the incoming SMS, the command used isAT+CMGR=Xwhere the number is X which is returned at the end of the+CMTI output above. For example it is 23 The SMS is received in the following way +CMGR: REC UNREAD,+91XXXXXXXXXX,phonebook entry†, â€Å"Date, Time Message Text The above set of information is enough for to work with the GSM modem. Using Arduino IDE, code is written to receive message from GSM modem and the message is processed in the controller. Light is switched on or off only when the incoming message matches with the string written in the program. The Arduino Uno is a controller board based on theATmega328. It has 14 I/O pins (6 of which can provide PWM o/p)-Digital, a 16MHzceramic resonator, a USB connection, analog I/P-6, a power cord, an In Circuit Serial Programming(ICSP) header and a reset button. The specifications of Arduino Uno rev3 are shown in table 1. Table 1: Arduino Uno Specifications In addition to the above, dedicated functions are available for some of the pins: Serial: 1 (TX-Transmission) and 0 (RX-Reception). It is used to receive and transmit TTL (Transistor -Transistor Logic) serial data. The pins are linked to the equivalent pins of theATmega8U2USB-to-TTL Serial chip. External Interrupts: 2 and 3.These two pins can be designed to initiate an interrupt when any of the mentioned cases happens –a low value occurs, a falling or rising edge, a value change. PWM: 3, 5, 6, 9, 10, and 11.Provide 8-bit PWM output with theanalogwrite() function. SPI: 10 (SS), 11 (MOSI), 12 (MISO), 13 (SCK).These pins support SPI communication using theSPI library. LED: 13.There is an LED, which is in-built, is linked to the pin (digital) 13. If the pin has a HIGH value then it’s in ON state, if it has a LOW value it’s in OFF state The Arduino UNO has the capability to communicate with a computer, another Arduino, or other controllers. Themicrocontroller used in this paper provides UART TT Logic (5Volts) serial communication, which is obtainable in pins (digital) 1 (TX) and 0 (RX).In anATmega16U2on the board serial communication is done over USB and appears as a virtual communication port. In the case when ATmega16U2 is used, external drivers are not required and the USB COM drivers (standard) are used.The Arduino software also includes controls which allow text based data to be sent and received. The Rx (Receive) and Tx (Transmit)LEDspresent will blink when data is being sent from USB to serial chip or to any other terminal. Aserial libraryin the form of a software present in Arduino permits serial communication on any of the pins (digital) of Uno. The Arduino software IDE is used to configure the Arduino Uno. TheATmega328on the Arduino Uno comes preburned with abootloaderwhich allows codes to be uploaded to t he board without the use of a programmer who has expertise in hardware programming. Communication is possible through the use of STK500protocol. The bootloader can be bypassed and the controller is programmed using the ICSP (In-Circuit Serial Programming) IV. HARDWARE CONNECTIONS The SIM Card is inserted into the GSM modem. The Tx (Transmit) pin of the GSM modem is connected to pin (digital) 3 of the Arduino. The Rx (Receive) pin of the GSM modem is connected to pin (digital) 4 of the Arduino. The Gnd(Ground) pin of the GSM modem is connected to the Gnd(Ground) pin of theArduino. The GSM modem uses an external 12Volts DC Adaptor as power source (The+5Volts from internal source of Arduino is not sufficient). It is made sure that the network LED flashes with a 2s delay and not 1s delay. 2s delay means it is connected to network, 1s delay means not unable to connect to network. Once the connections are given and the code is uploaded to the Arduino board, the string which is given in the code is sent as a message, GSM will receive the message and it will send it to Arduino which in turn will process the message and the corresponding action will take place. If number of lights is counted, then for each light some string has to be given in the coding. Instead of sending each message, development of an android application user friendly. Through an android app, message can be given. Since the GSM SIM900A is a GSM/GPRS module, control lights through android app are also possible. Authorization can also be given. It will provide restricted access people to control lights. The front end of the Android app looks like as shown in fig 2 and fig 3. Fig 2.Android App Password Screen Fig 3.Android App User Interface Using the swipe icon in the front panel, the lights can be turned on/off using this android app. Also only the users who know the password can control the lights. Number of lights which can be controlled depends on the number of ports the controller has. The controller output is given to relay boards and the output of the relay board is given to switches. In this way an android application and light is a terminal device. Also an admin is created and he/she will get the message that who is controlling the light. In this way, security can be improved. V. CONCLUSION Unnecessary lighting is one of the prime reasons for energy wastage. The most effective and easy way to curtail this is to turn off lights when they aren’t required. Lighting control systems can use factors such as occupancy, available daylight and time of day, thus providing significant energy and cost savings, a greater level of flexibility and control for building owners and added comfort for occupants. With increasing user comfort, energy can be saved to a larger extent. Also security is tightened with proper admin rights. Wireless systems reduce the labor, costs and wiring requirements of lighting control when compared to traditional systems. In short, wireless networking can usher in a new generation of smarter lighting control systems which reduce energy utilization and ensure a greener world.

Elizabeth George :: essays research papers fc

A Brief Biography of Elizabeth George (with a smidgeon of literary criticism-- and a short bibliography) Susan Elizabeth George was born on February 26, 1949, in Warren, Ohio, to Robert Edwin and Anne (Rivelle) George. She married Ira Toibin, an education administrator, on May 28, 1971; they divorced in November, 1995. She received an A.A. from Foothill Community College (Los Altos, CA) in 1969, a B.A. in 1970 from the University of California at Riverside, and an M.S. from California State University in 1979. She lists her political affiliation as Democratic and her religion as "recovering from Catholicism." Marjorie Rosen writes of her: "Growing up the only daughter of Robert George, an estimator for a conveyor company, and his wife, Anne, a nurse, George was influenced early by her parents' enthusiasm for literature. 'When my older brother, Rob, was 6, he was struck in the eye by an arrow and had his eyes bandaged. My parents spent hours reading to him, and I listened,' she Ms. George and Titch--photo credit Patty Smiley says. 'We weren't a family that had a lot of money. We turned to the world of imagination.' At 7, George knew she wanted to write. She began turning out short stories in elementary school after her mother gave her an old '30s typewriter, and she wrote her first unpublished novel by the time she graduated from Holy Cross High School in Mountain View." She taught English at several California high schools and has conducted creative writing courses at Coastline College (Costa Mesa, CA), Irvine Valley College (Irvine, CA), and the University of California, Irvine. She was selected Teacher of the Year by the Orange County Department of Education in 1981. Contemporary Authors quotes Ms. George, "I'm often asked why I write about England. The answer lies in my philosophy: 'Write about what interests you; write about what you love; write about what gives you joy.' Writing is such a lovely torture, it seems silly to engage in it if it's not directed towards something you love." Ms. George states that her love of things British dates from a 1966 Shakespeare study trip to England when she was 16. However, she told Valerie Takahama, "There's a part of writing these novels that I really can't explain. ... When the plane comes down in England, I feel as if I'm coming home." (She recently purchased a flat near Hyde Park in South Kensington, London.

K Final Report

Report On Marketing Management K&N’s (Marketing Mix) Submitted To: Madam Shumaila Dilawar Submitted By: Aneela Jabbar BB-08-15 Aqsa Mehmood BB-08-06 Arif Zafar BB-08-8 Rabeea Rafiq BB-08-33 Sahar Naveed BB-08-54 Sana Fatima Malik BB-08-64 Zobia Malik BB-08-19 Dedication We dedicate this work solely to our loving and supporting friends and teachers and those who have ever been praying for our success. Acknowledgements First and foremost, we would like to thank our Creator, Family and Friends for their undying love. We would never have come so far without them.We would also like to take this opportunity to thank my teacher, Madam Shumaila Dilawar, for her insightful guidance. Last but not least, we would like to thank our friends at Institute of Management Sciences that have always been proved helpful. For everything that is right, credit goes to all of the above. For anything that is wrong, we are culpable. Preface Practical leaning is an essential part of my education and it i s the specialty that distinct the department of IMS from others. To have deep understanding of the concepts, only theoretical knowledge does not provide the concrete base. In this report we have bridge that gap.The knowledge we acquired through this experience will be long lasting. Since we ourselves explored the field o work and analyzed different factors and variables. Introduction of K&N’s K&N’s, a founding pillar and beacon for Pakistan’s Poultry Industry started in 1964 with a single minded objective of providing better nutrition for health and happiness of the nation. Building on years of poultry expertise and commitment to food-safety, K&N’s integrated all poultry production activities under one umbrella to bring you safe and healthy chicken by managing and controlling all stages of production.The year 1964; Pakistan a young independent nation forging ahead towards a dream: self sufficiency in food production. Malnutrition remained a major problem and one out of four children died before attaining the age of five. 80% of ailing children were affected with diseases caused by protein, vitamin and mineral deficiency. Poultry production, the quickest and least expensive way of filling the protein gap was planned to overcome malnutrition. Backyard poultry farming had to graduate to a more professional level. January 1964, a young man, Khalil Sattar, still a college student, had the vision to foresee a need to establish a poultry farm.His interest led him to start a small broiler farm of 1,000 chicks. Little had he known this flock was to become the foundation stone of K&N’s? This was the simple, inspired and nationalistic beginning of K&N’s with a single-minded objective of providing better nutrition for Health and Happiness of the Nation. Poultry Breeding K&N’s maintains layer and broiler parent stock populations in different regions of Pakistan. Layer parent stock farms are located in the south and broiler p arents are bred in the colder mountainous northern region. Both types of parents are housed at isolated breeder farms.To ensure strict bio-security, all breeder farms work on the important principle of all-in-all-out to avoid multiple ages at any breeder farm. Breeding stock is housed in environment-controlled houses equipped with most modern ventilation, cooling and heating equipment. Some of the world’s best performances have been achieved at K&N’s. Strict bio-security measures are taken at all farms to reduce the risk of disease transmission through mechanically and physically transferred disease causative agents. Careful attention is paid to bird health, vaccination, weightage and selection to maintain healthy and uniform breeding flocks.Hatching-eggs are cooled down inside air conditioned, humidified egg-rooms, packed and dispatched in sanitized and environment-controlled vehicles to company owned hatcheries located throughout Pakistan. Hatching K&N’s opera tes several strategically located hatcheries covering all day-old chick markets to ensure delivery of high quality layer and broiler day-old chicks to commercial farmers throughout Pakistan. All hatcheries are equipped with most modern cooling, heating and humidification systems to provide a uniform and consistent hatchery environment independent of varying outdoor weather conditions.Incubators from world-renowned manufacturers are installed at all hatcheries and their performance data is recorded and monitored by a computerized incubation monitoring system. Upon arrival from breeder farms, hatching-eggs are candled at all hatcheries to remove eggs, which may have cracked during transit. Sanitation and hygiene is enhanced by mechanically transferring eggs from one type of tray onto another until chicks are harvested from hatchers. Maximum care is exercised while handling, reconstituting and administering vaccines using proper techniques and modern equipment.To ensure chicks get off to the healthiest start and stay protected from viral diseases, they receive inject able and spray vaccinations at the hatchery. Day-old chicks are delivered to farmers in environment-controlled chick delivery vehicles to maintain quality during transit. After making deliveries, vehicles are washed and disinfected before entering the hatchery premises to avoid any risk of carrying disease causative agents back to the hatchery from the field. Feed Milling To ensure consistent performance with high standards, our chickens really live on a healthy and well balanced diet.It is based on: natural grain products such as corn, corn gluten, rice and wheat; oil seed meals such as soybean, canola and sunflower; fish; oyster shells supplemented with multi-vitamins and minerals. Feed is always tested by our quality assurance lab to ensure it is wholesome because K&N’s does not compromise on quality. Feed is also supplied to our day-old chick customers and growers for realizing the profit potential of K&N’s quality day-old chicks. Poultry Processing At our state-of-the-art poultry processing plant, only healthy chickens are used to produce high quality, safe and healthy chicken products.Chickens are Halal slaughtered by hand (Islamic Zabeeha) strictly according to The Shariah. After Halal slaughter, chickens are processed in the most hygienic and automated manner. During processing, the birds are washed inside out and our veterinarians constantly examine the birds to confirm they are wholesome. Cleaning is constant and each evening the entire operation is completely washed and sanitized. Only after very thorough inspection, the plant begins operation each day. All chickens pass through veterinary inspection to confirm they are wholesome.To keep a continuous check on quality, hygiene and food-safety, random samples are collected from the processing line for lab testing. Some chickens are prepared to ship whole; others are packed as bone-in cuts or boneless prod ucts. Products for quality and food-safety conscious institutions – such as hotels, restaurants, airlines, clubs and international restaurant chains – are cut according to their specific requirements and packed in bulk packaging. Products for retail are packed in K&N's branded packaging and individually weighed, adding another step to K quality control.Products are then blast frozen at a very low temperature of –30? C to ensure product freshness, taste and food-safety. Ready-to-Cook and Fully Cooked Products Some chickens are used for preparing our ready-to-cook and fully cooked chicken products using state-of-the-art meat preparation and production equipment. Choicest meat is carved and select ingredients are added to our premium chicken meat, for preparing flavorful high-quality products such as burger patties, nuggets and kababs.Our world-class value-added chicken products are individually quick frozen using Individual Quick Freezing (IQF) Technology. Distrib ution System and K Distribution stores Products are stored at -21? C to maintain freshness. Packed products are moved into K sanitized refrigerated trucks for distribution to ensure uncompromising quality control. K chicken products are available at K Chicken Stores and leading retailers and also delivered to quality and food-safety conscious institutions such as hotels, restaurants, airlines, clubs and international restaurant chains.Quality Assurance Lab K state-of-the-art Quality Assurance Lab monitors the entire integration process, from livestock to feed and on to preparation of ready-to-cook & fully cooked products. The entire integration process is monitored and regulated to ensure K chicken products are wholesome, safe and healthy. K Poultry Diagnostic and Research Institute With the assistance of US Agency for International Development, K Poultry Diagnostic and Research Institute was established in collaboration with Pakistan Agricultural Research Council.It is a very well equipped and state-of-the-art disease diagnostic, feed and feed raw material testing laboratory which provides invaluable service to Pakistan’s poultry industry through research and extension service in close coordination with K Advisory Service. Certifications †¢K's ensures food-safety by implementing the HACCP* (international food-safety) System to produce safe and healthy chicken & chicken products. ( *HACCP (Hazard Analysis & Critical Control Points) — pronounced ‘hassap’— is an international food-safety system for preventing microbiological, chemical and physical contamination along the food supply chain. †¢Quality Management System at K&N’s is ISO 9001:2008 certified. Through this internationally recognized quality management system, K&N’s is able to control and monitor quality specific factors, which ensure consistency in its products and services while assuring customer satisfaction. †¢Chickens are HALAL slaughte red by hand (Islamic Zabeeha) strictly according to The Shariah. K&N’s slaughtering procedure has been assessed by Darul-Ifta ofJamia Ashrafia and Jamia Naeemia, both authentic institutions for granting Halal certification.Corporate Social Responsibility K&N’s Advisory Service, a division of K&N’s, provides invaluable service to customers and the industry through the Nation’s widest network of sales, technical and extension service centers’. This division employs the nation’s largest team of veterinarians, nutritionist and highly experienced technical staff, and publishes technical bulletins, brochures, management guides and other advisory literature for customers, and also provides them with practical on-spot technical know-how.Seminars are organized in all major cities and rural poultry centers where local and foreign experts are invited to address poultry farmers on latest poultry developments. Free of charge vaccination and de-betaking s ervice is extended to customers, and least-cost feed formulations are also provided to farmers. Technical training programmes for poultry farmers are regularly organized and training is also imparted for carrying out vaccination and de-betaking. Through the training process, K&N’s has made a significant contribution to Pakistan’s rural development.Tens of thousands of skilled and semi-skilled workers have been trained to provide service to industry, and to earn a livelihood for themselves and their families. Marketing Mix These are actually the 4 P’s of marketing. Marketing decisions generally falls into the following four controllable categories. Product Product is the actually offering by the company to its targeted customers which also includes value added stuff. Product may be tangible (goods) or intangible (services). While formulating the marketing strategy, product decisions include: †¢What to offer? †¢Brand name Packaging †¢Quality †¢ Appearance †¢Functionality †¢Accessories †¢Installation †¢After sale services †¢Warranty Price Price includes the pricing strategy of the company for its products. How much customer should pay for a product? Pricing strategy not only related to the profit margins but also helps in finding target customers. Pricing decision also influence the choice of marketing channels. Price decisions include: †¢Pricing Strategy (Penetration, Skim, etc) †¢List Price †¢payment period †¢Discounts †¢Financing †¢Credit terms Using price as a weapon for rivals is as old as mankind.But it’s risky too. Consumers are often sensitive for price, discounts and additional offers. Another aspect of pricing is that expensive products are considered of good quality. Place (Placement) It not only includes the place where the product is placed, all those activities performed by the company to ensure the availability of the product to the targeted custom ers. Availability of the product at the right place, at the right time and in the right quantity is crucial in placement decisions. Placement decisions include: †¢Placement †¢Distribution channels †¢Logistics Inventory †¢Order processing †¢Market coverage †¢selection of channel members Promotion Promotion includes all communication and selling activities to persuade future prospects to buy the product. Promotion decisions include: †¢Advertising †¢Media Types †¢Message †¢Budgets †¢Sales promotion †¢Personal selling †¢Public relations †¢Direct marketing As these costs are huge as compared to product price, so it’s good to perform a break-even analysis before allocating the budget. It helps in determining whether the new customers are worth of promotion cost or not. Product FeaturesFor customers psychological benefits represent certain benefits they perceive to receive when using the product though these may b e difficult to measure and may vary by customer. These benefits address needs such as status within a group, risk reduction, sense of independence, and happiness. Such benefits are developed through promotional efforts that target customer’s internal makeup. Four basic objectives of absolute integrity, enthusiastic diligence, continuous improvement and high quality maintenance are at the core of all operations which provide an impelling urge for attaining perfection.Driven by its basic objectives in pursuit of perfection, K&N's is committed to have superior product and unmatched service through devoted people and consistent development K products K have different product lines, but we will discuss only a single product line which is Ready to Cook meal. This category includes: †¢Nuggets †¢Chappli kabab †¢Burger patties †¢Chicken tempura †¢Kofta †¢Combo wings †¢Croquettes †¢Haray bharay nuggets †¢Hot tenders †¢Fun nuggets K from the very beginning has focused on providing better nutrition for the health and happiness of the nation.Quality is very first priority that will make them build strong and profitable customer relationships. They are managing and controlling all stages of production in order to ensure 100% safe and healthy production of our product. Our product offers consumptions, attention to satisfy desire or need in the market. Level of Product †¢ Core Benefit: providing the good taste. †¢ Actual Product: our product includes all ingredients in packaging according to the core benefit. †¢ Augmented Product: our product provide some benefits which are related to product just as recipe.Branding Branding involves decisions that establish an identity for a product with the goal of distinguishing it from competitors’ offerings. In markets where competition is fierce and where customers may select from among many competitive products, creating an identity through branding is essen tial. It is particularly important in helping position the product (see discussion of product position) in the minds of the product’s target market Brand Names and Brand Marks At a very basic level branding is achieved through the use of unique brand names and brand marks.The brand name, which may be either the individual product name or a name applied to a group or family of products, is important for many reasons including suggesting what the product is or does (e. g. , Mop-and-Glow). The name is also what we utter when we discuss the product (i. e. , word-of-mouth marketing). The brand mark is a design element, such as a symbol (e. g. , Nike swoosh ), logo (e. g. , Yahoo! graphic), a character (e. g. , Keebler elves) or even a sound (e. g. , Intel inside sound), that provides visual or auditory recognition for the product.K brand Along with the developed brand identity and trust reposed by customers, K has established its name in international market as well. It is a well- developed and promoted brand. It is a strong brand which is leading to financial advantages through the concept of Brand Equity in which the brand itself becomes valuable. Packaging Nearly all tangible products (i. e. , goods) are sold to customers within a container or package that, as we will discuss, serves many purposes including protecting the product during shipment.In a few cases, such as with certain produce items, the final customer may purchase the product without a package but the produce marketer still faces packaging decisions when it comes to shipping to the store. Factors in Packaging Decisions Packaging decisions are important for several reasons including †¢Protection – Packaging is used to protect the product from damage during shipping and handling, and to lessen spoilage if the project is exposed to air or other elements. †¢Added Value – Packaging design and structure can add value to a product.For instance, benefits can be obtained from p ackage structures that make the product easier to use while stylistic designs can make the product more attractive to display in the customer’s home †¢Visibility – Packaging design is used to capture customers’ attention as they are shopping or glancing through a catalog or website. †¢Distributor Acceptance – Packaging decisions must not only be accepted by the final customer, they may also have to be accepted by distributors who sell the product for the supplier. †¢Cost – Packaging can represent a significant portion of a product’s elling price. †¢Long Term Decision – When companies create a new package it is most often with the intention of having the design on the market for an extended period of time. In fact, changing a product’s packaging too frequently can have negative effects K packaging Each product is wrapped in butter paper, and then packed in sealed plastic bags that are safe for health, and the n finally packed in the box. Some chickens are prepared to ship whole; others are packed as bone-in cuts or boneless products.Products for retail are packed in K's branded packaging and individually weighed, adding another step to K&N’s quality control. Products are then blast frozen at a very low temperature of –30? C to ensure product freshness, taste and food-safety. Labeling Most packages, whether final customer packaging or distribution packaging, are imprinted with information intended to assist the customer. For consumer products, labeling decisions are extremely important for the following reasons. †¢Labels serve to capture the attention of shoppers.The use of catchy words may cause strolling customers to stop and evaluate the product. †¢The label is likely to be the first thing a new customer sees and thus offers their first impression of the product. †¢The label provides customers with product information to aid their purchase decision or help improve the customer’s experience when using the product (e. g. , recipes). †¢In some countries many products, including food and pharmaceuticals, are required by law to contain certain labels such as listing ingredients, providing nutritional information or including usage warning information.K&N’s labeling ?K&N’s label is to attract the attention of the customers. ?COLOUR is attractive sharp red which is eye catching. These are the things which are listed on the wrappers ?Ingredients ?Nutrition Facts ?Procedure Nuggets Nutrition Facts Serving Size: 5 pieces (110g) Amount per serving Calories 263 Calories from Fat 147 % Daily Value* Total Fat 16. 30g Total Carbohydrate 14. 2g Fibers 1. 98g Protein 14. 90g Salt 1. 6g25% 5% 8% 30% * % Daily Value based on 2000 Calorie diet. Your daily value may be higher or lower depending on your calorie needs.Procedure Appliances and utensils vary; adjust heating times accordingly. Do not defrost Karahi (Wok): Preheat oil to frying temperature (180 °C). Deep fry frozen Nuggets for 3 minutes, or until golden brown. Oven: Preheat oven to 230 °C. Bake frozen Nuggets on a baking sheet (turning halfway through baking) for 5 minutes, or until golden brown PRICING STRATEGIES Pricing is the monetary value of the benefit that a customer is paying to get that particular benefit. So a company is very careful in setting its prices. As we know that there are two types of new product pricing strategies Market skimming pricing †¢Market penetration pricing For its product K&Ns have selected the market penetration pricing strategy. They apply this strategy to keep their product prices lower so that by doing this we attract a large numbers of buyers and also to gain large market shares. The reason for not using market skimming strategy is that as its product is an eatable product and there is no sense of keeping high prices for an eatable product, because as K&Ns knows that skimming strategies are for luxury products. PRICE ADJUSTMENT STRATEGIESAfter penetrating into the market, K&Ns will adopt adjustment strategies in order to increase its sales and attract more customers. Basically these adjustment strategies are according to the taste, culture and the changing situation of the market. Following are the price adjustment strategies. Segmented pricing. Psychological pricing. Promotional pricing. Geographical pricing. International pricing. DISCOUNT AND ALLOWANCE PRICING K&Ns applies this strategy by giving quantity discount to its customers. Quantity Discount: K&Ns gives quantity discount by offering â€Å"buy one get one free† offers.Besides this K&Ns also gives discount to those customers who will buy in bulk or in large quantity. Segmented pricing: K&Ns launched its product in almost all the parts of the country with almost the same prices. They segmented their product price in the following ways. Time pricing strategy: In time pricing K&Ns lowers its prices according to diffe rent seasons. It reduces prices in Ramadan season, as its demand is more in that season. Promotional pricing: This strategy involves temporary lowering of the prices of the product below the cost to increase the short run sales.K&Ns applies this strategy when any one of its competitor lower its product price in order to grab market shares. To compete with them it also lowers its product price so that it can retain its market shares. Geographic pricing: In Geographic pricing K&Ns adopts freight absorption strategy. Freight absorption strategy: K&Ns do not add freight charges to its product price in order to keep its product price lower, as its focus is to capture more customers. International pricing: As K&Ns is not yet internationally recognized so K&Ns do not set international prices for its products.K&Ns is only serving nationwide so it sets prices of its product nationally. PRICE CHANGES: Some time companies have to initiate price change after developing pricing strategies Becaus e of different reasons, Price change could be a price cut or price increase. Initiating a Price Cut: K&Ns already set a low price for its product but it cuts price of its product if its sales will not increase accordingly, in that situation K&Ns will cut the price in order to increase sales and to capture market shares. Initiating a Price increase:Once K&Ns product achieved a position in a market and it sets a good image in the consumers mind and has a large number of potential buyers then K&Ns might increase its product price. But its aim is to give good quality product in an affordable price. K&Ns can initiate its product price when its product demand increases and K&Ns cannot supply according to the demand but INSHALLAH this situation will never come because K&N’s has its own poultry and breeding farms. Buyer’s Reaction to Price Changes: Changing in price has a great effect on the consumers mind.They think that there should be some problem with the product so the co mpany is decreasing its product price or the customers may interpret it as the company is closing its business and they will not offer this product in future. On the other hand price increase also affects the buyers in a way that they think that this product is unobtainable unless they buy it soon. They also think that the company is greedy and they are charging more prices for their product. Competitor’s Reaction to Price Changes: K&Ns is aggressive while changing its product price and has to change its product price according to the competitor’s product price.So K&Ns keeps its competitors into consideration before lowering or increasing its product prices. Responding to Price Change: If any of the competitors of K&Ns changes the prices it affects its sales. So K&Ns analyzes the change and react to it accordingly. Like if they low their price it will decrease its sales so K&Ns then adopts strategies to increase its sale by lowering its prices, giving discounts or impr oving quality of its products. PLACE Place include company activities that make the product available to the target customers.For customers, product and service should be as conveniently available as possible. This includes the strategies, how the organization is going to distribute the product or service to the end users. Distributing the right product at right time is the rule of thumb. Efficient and effective distribution is important to meet all the desired marketing objectives of the firm. If the firm is not understanding or underestimating the demand of the customers and customers are not getting the product due this negligence then it is going to affect the overall profitability of the firm in the long run.PLACE MIX DECISIONS: Place mix decisions include designing the strategies for the better availability of the product at the right time to the target customers to achieve organizational objectives. It comprises decisions about: †¢Channels †¢Coverage †¢Assortme nts †¢Locations †¢Inventory †¢Transportation †¢Logistics CHANNEL OF DISTRIBUTION: Channel of Distribution involves the routes of getting the product from the manufacturer to the ultimate consumer. These channels of distribution are also called intermediaries.There are many types of intermediaries such as wholesalers, agents, retailers, the Internet, overseas distributors, direct marketing (from manufacturer to user without an intermediary), and many others. Types of channel of distribution: There are two types of channel of distribution of the products or services available. †¢Indirect distribution: it involves the distribution of the product by the use of an intermediary for example selling the product to the wholesaler and then on the way to the retailers. Direct distribution: it involves the direct distribution of the product from the manufacturing concern to the consumer, without involvement of any third party or middle men. There is an advantage of dire ct distribution over indirect distribution that the manufacturer gains complete control over the consumer. The following figures depict the two types of channel distribution. INDIRECT CHANNEL OF DISTRIBUTION DIRECT CHANNEL OF DISTRIBUTION Distribution strategies: Depending on the types of the product, there are three major types of channel of distribution strategies available. . Extensive distribution: It is commonly used to distribute low priced or impulse purchase products e. g. chocolates and sweets etc. 2. Selective distribution: Here a small number of retail outlets are chosen to distribute the product. Selective distribution is common with products such as computers, televisions household appliances, where consumers are willing to shop around and where manufacturers want a large geographical spread. 3. Exclusive distribution: It involves limiting distribution to a single outlet.The product is usually highly priced, and requires the intermediary to place much detail in its sell . An example of would be the sale of vehicles through exclusive dealers. If the manufacturer decides to choose selective or exclusive distribution, then it must select an experienced, creditable and renowned intermediary. COVERAGE: Number of active retail and/or wholesale outlets (relative to a saturation level) that sell a specific firm's brands in a given market. Required market coverage is achieved by following concentrated marketing, differentiated marketing, or undifferentiated marketing strategy.Concentrated marketing: Concentrated marketing or niche marketing is market-coverage strategy in which a firm goes after a large share of one or a few segments niches. It appeals to the marketers when company resources are limited. Through niche marketing, the firm achieves a strong market position because of its greater knowledge of consumer needs in the niches it serves and a special reputation it acquires. It can market more effectively by fine tuning its products prices and program s to the needs of carefully defined segment.It can also market efficiently, targeting its products or services, channels and communications programs toward only consumers that it can serve best and most profitably. It is highly profitable but at same time provides with greater than normal risks as companies solely depend on fewer segments for their business and large competitors can enter the same segment with greater resources. Differentiated marketing: Differentiated or segmented marketing is market -coverage strategy in which a firm decides to target several market segments and designs separate offers for each.By offering product and marketing variations, companies hope to get higher sales and strong position in each market segment. But there is a drawback that differentiated marketing for each segment bears a lot of cost to satisfy each target segment’s customers. Developing separate marketing plans for the separate segments requires extra marketing research, forecasting, sales analysis, promotion planning, and channel management. Mass marketing: The marketing strategy that provides an opportunity to the organizations to appeal to a wide variety of potential customer is mass marketing or undifferentiated marketing.Here a firm ignores the market differences and go after the whole market with another. The idea is to broadcast the message to the largest number of people possible. Mass marketing creates the largest potential market that yields to lower cost as it focuses on high sales and low prices. Typically, things which are perceived to necessary or essential to the consumer are subject to mass marketing. On the contrary, mass marketing fails to satisfy all consumer needs and face trouble to compete other firms following better marketing approaches.ASSORTMENTS: Assortment means the group or collection of products and services offered in the market for sale. It refers to the variety of the offering being available in the market according to the custo mer’s demand. Role of channel members: Channel members play a vital role in assorting the quantity and variety of the products according to the market and consumer’s needs. Producers use these intermediaries because they create greater efficiency in making goods available to the target markets.Through their contacts, market insight and scale of operation, they transform the assortments of the products made by the producers into assortments wanted by consumers. Producers make narrow assortments of the products in large quantities, but consumers want broad assortments of the products in small quantities. Marketing channel members buy larger quantities of the products from the producers and break them into smaller quantities and broader assortments wanted by consumers. So, intermediaries play an important role in matching the supply and demand in the market. LOCATIONS:The location for the sale of the product is analogous to distribution center. A distribution center for a set of products is a warehouse or other specialized building, often with refrigeration or air conditioning, which is stocked with products (goods) to be re-distributed to retailers, to wholesalers or directly to consumers†¦ A distribution center can also be called a warehouse, a DC, a fulfillment center, a cross-dock facility, a bulk break center, and a package handling center. The name by which the distribution center is known is commonly based on the purpose of the operation.Distribution centers are the foundation of a â€Å"supply network† as they allow a single location to stock a vast number of products. Some organizations operate both retail distribution and direct-to-consumer out of a single facility, sharing space, equipment, labor resources and inventory as applicable. How a distribution center operates? The way a typical retail distribution network operates is to have centers set up throughout a commercial market. Suppliers will ship truckloads of products to the distribution center. The distribution center will then store the product until needed by the retail location and ship the proper quantity.Many retailers own and run their own distribution networks, while smaller retailers may outsource this function to dedicated logistics firms that coordinate the distribution of products for a number of companies. A distribution center can be co-located at a logistics center. Storage at distribution center: Another important secondary role of distribution center is storage. Many retailers have prioritized having as many items in stock at one time as possible. To conserve space, minimize inventory costs, and maximize the variety they offer the retail might only stock one or a few items of a particular product.This requires the ability to ship a replacement quickly once an item is sold. By keeping product on hand in the distribution center, the retailer can ship a replacement almost immediately after a product is sold. Storage location and storag e containers: Goods (products) arrive and are stored in a distribution center in varying types of storage locations and containers suited to the product characteristics and the amount of product to be transported or stored. These types of locations and containers have specific industry accepted names. There are specialized and various types of containers.The following is a list of some of the names and characteristics of common storage containers: †¢Intermodal containers (shipping containers) – are used for the efficient transportation of goods. There are standards that specify the volume and dimensions of containers to facilitate efficient handling. †¢Pallets- are one of the most commonly used means to store and move product in a distribution center. Pallets are stored on the floor, may be stacked, and may be stored in pallet rack. †¢Gaylord’s- are large single boxes usually connected or attached to a pallet. Cases and Cartons- are boxes usually contain ing many items. In distribution centers there is a generally accepted distinction made between the terms carton and case although both are boxes. Goods are received and stored in cartons. Goods are shipped in cases. A stored carton is called a case once it has been picked or pulled for shipment. †¢Totes- are reusable containers used to hold and transport goods. INVENTORY: Inventory or stock means a list compiled for some formal purpose, a list of goods and materials to the goods and materials themselves, especially those held available in stock by a business.Manufacturers', distributors', and wholesalers' inventory tends to cluster in warehouses. Retailers' inventory may exist in a warehouse or in a shop or store accessible to customers. Reasons for keeping stock: There are three basic reasons for keeping an inventory: 1. Time – The time lags present in the supply chain, from supplier to user at every stage, requires that you maintain certain amounts of inventory to use in this â€Å"lead time. † 2. Uncertainty – Inventories are maintained as buffers to meet uncertainties in demand, supply and movements of goods. 3.Economies of scale – Ideal condition of â€Å"one unit at a time at a place where a user needs it, when he needs it† principle tends to incur lots of costs in terms of logistics. So bulk buying, movement and storing brings in economies of scale, thus inventory. While the reasons for holding stock were covered earlier, most manufacturing organizations usually divide their â€Å"goods for sale† inventory into: †¢Raw materials- materials and components scheduled for use in making a product. †¢Work in process, WIP- materials and components that have begun their transformation to finished goods. Finished goods- goods ready for sale to customers. †¢Goods for resale – returned goods that are salable. Inventory management: Inventory management involves a retailer seeking to acquire and mai ntain a proper merchandise assortment while ordering, shipping, handling, and related costs are kept in check. Systems and processes that identify inventory requirements, set targets, provide replenishment techniques and report actual and projected inventory status. The improvement of inventory management has two parts: the capability of the organization to manage inventory, and the way in which it chooses to do so.For example, a company may wish to install a complex inventory system, but unless there is a good understanding of the role of inventory and its parameters, and an effective business process to support that, the system cannot bring the necessary benefits to the organization in isolation. Management of the inventories, with the primary objective of determining/controlling stock levels within the physical distribution function to balance the need for product availability against the need for minimizing stock holding and handling costs. TRANSPORTATION:Transport or transporta tion is the movement of people and goods from one location to another. Modes of transport include air, rail, road, water, cable, pipeline, and space. The field can be divided into infrastructure, vehicles, and operations. Transportation infrastructure: Transport infrastructure consists of the fixed installations necessary for transport, and may be roads, railways, airways, waterways, canals and pipelines, and terminals such as airports, railway stations, bus stations, warehouses, trucking terminals, refueling depots (including fueling docks and fuel stations), and seaports.Terminals may be used both for interchange of passengers and cargo and for maintenance. Vehicles traveling on these networks may include automobiles, bicycles, buses, trains, trucks, people, helicopters, and aircraft. Operations deal with the way the vehicles are operated, and the procedures set for this purpose including financing, legalities and policies. In the transport industry, operations and ownership of in frastructure can be either public or private, depending on the country and mode. LOGISTICS:Logistics can be classified as an enterprise planning framework for material management, information, service and capital flows. In the words, logistics can be defined as having the right type of product or service at the right place, at the right time, for a right price and in the right condition. The primary goal of the logistics is to effectively manage the product life cycles and resultant efficiency. Logistics does not mean a single work activity but refers to a group of activities performed to attain the goal of a business enterprise that is maximizing the Profits.This may involve steps like purchasing, planning, coordination, transportation, warehousing, distribution and customer service. Logistics management: Logistics management is that part of the supply chain which plans, implements and controls the efficient, effective forward and reverse flow and storage of goods, services and rel ated information between the point of origin and the point of consumption in order to meet customer and legal requirements. A professional working in the field of logistics management is called a logistician.Logistics management is known by many names, the most common are as follows: †¢Materials Management †¢Channel Management †¢Distribution (or Physical Distribution) †¢Business or Logistics Management or †¢Supply Chain Management PLACE MIX_K: K chicken products are available at K Chicken Stores and leading retailers and also delivered to quality and food-safety conscious institutions such as hotels, restaurants, airlines, clubs and international restaurant chains. It has a strong supply chain through its distribution channels. In Pakistan K is operating in more than 35 cities.There is very diversity in its distribution. We take the example of Islamabad city . In Islamabad there are many stores as well as retailers in every sector, and only in I-8 there is o ne K store and 17 retailer’s shops. DISTRIBUTION OF PRODUCT: After the development of product, product should be distributed into the market for the satisfaction and attraction of our consumers. The products play a vital role in the availability of their services to attract the customers. How to Distribute Product to Retailers: K follows the following ways to distribute product to retailers: †¢Sell Directly to Retailers Sell through distributors, which sell a broad range of products to many retailers †¢Sell through captive distributors, which sell a broad range of products to one chain of retailers. †¢Sell through distributors, which sell to targeted customers. Distribution Channel of Product: The distribution channel of our product is indirect marketing channel because this channel contains one or more intermediary levels. Cities in which products are available: In Pakistan, K chicken is available in the following cities. Abbottabad, Bahawalpur, Chakwal, Chini ot, Daska, D. G. han, Dharki, Dina, Faisalabad, Farooqabad, Gujar Khan, Gujranwala, Gujrat, Hyderabad, Islamabad, Jaranwala, Jhelum, Kabirwala, Kamra, Karachi, Khanewal, Kharian, Lahore, Lalamusa, Larkana, Machi ghot , Mangla, Mansehra, Mardan, MirpurAJK, Mirpur Methelo, Mirpurkhas, Multan, Murree, Noshehroferoz, Nawabshah, Noshehra, Okara, Panu Aqil, Peshawar, Pitaro, Quetta, Raiwind, Rawalpindi, Rahimyarkhan, Risalpur, Sadiqabad, Sahiwal, Sargodha, Shorkot, Sialkot, Sukkar, Tandoadam and Wah cant. Promotion Strategies: Promotion is the activity in which the company has a chance to interact with its customers.To Promote K uses different promotional tools. These tools include advertisements, sale promotions, public relations, personal selling and direct marketing. Advertisements: It uses informative advertising because it is mostly used when introducing a new product. The objective of it is to build primary demand. It will use the persuasive advertising when it has a competition in the market. Sales Promotions: In sales promotions it uses different discount strategies, giving short term incentives in order to increase its sales.It also introduces sponsorships, memberships and discount coupons. Memberships: K also offers memberships to its customers. The K's Way Club membership is free. One can enroll by just filling the form, click submit and simply print the Temporary Card. Temporary card: Having enrolled as a new club member, you can use your Temporary card to earn points with immediate effect. Please remember to always present this Temporary Card while shopping at K&N’s Chicken Store for point’s credit into your club account. Club card and pin:Along with your club Member card, you will also receive a 5-digit PIN (Personal Identification Number). You will need this PIN (along with your club card number) to enquire about your account balance; update your individual club profile online, and for all other club online services. As a new member, it is important to know you cannot use our online services, nor redeem your points, until you have received your PIN. One can also enroll oneself by filling out the Enrolment Form available at all K&N's Chicken Stores and send it to the company.One has to detach The K's Way Club Temporary Card and retain it. After becoming the member, K&N’s offers different discounts, exclusive privileges and other benefits to its members when they collect points. The more they collect, the more they benefit. As a member every time you shop at any K&N’s Chicken Store in Pakistan, you earn valuable points which can be redeemed for free K&N's products. Number of points: Number of points earned is directly related to purchase amount, K product category and your status within The K's Way Club. You earn 2. 50 status and award points for every Rs. 0/- spent on Whole Chicken, Designer Cuts and By-Parts. For Boneless products you earn 3. 50 points, while for Ready-to-Cook, Fully Cooked and Deli L ine Products you earn 5 points for the same amount spent. Your club status determines whether you will be able to enjoy additional benefits and privileges associated with Silver, Gold or Circle status within The K&N’s Way Club Program. Award points: Award points are earned every time you shop at a K&N’s Chicken Store. As the name suggests, award points can be exchanged for awards, such as free K&N's products and special discounts.Award points can also be earned against special K's product offers and promotions from time to time. Award points do not count towards determining club status. Status points: Status points are earned simultaneously with award points every time you shop at a K&N’s Chicken Store. As the name suggests, status points determine club status and enable you to move towards and/or retain the higher Silver, Gold or Circle status. Certain limited time promotions or special offers may be excluded from status points’ accrual. Executive bonus: A higher status of Silver, Gold or Circle within the Club also entitles you to an Executive Bonus on award points earned, even for the same purchase amount. If you have Silver status, you earn 25%. Gold status entitles you to 50%, while Circle status gives you 100% Executive Bonus. Executive Bonus is not applicable on Status Points. Member: Once you have reached 50 status points K&N’s welcomes you as a permanent Member of The K&N's Way Club where a world of privileges, attractive awards and benefits are offered to the customers on their future shopping.Silver: Attaining Silver status is easy and within reach. To start with, a customer has to earn 25% Executive Bonus award points on every purchase he makes, and enjoy a host of other privileges designed for the Silver members. Gold: A customer has to earn required number of status points and he gets the Gold status The K's Way Gold members get as much as 50% Executive Bonus award points on purchases, 6 discount eVouchers in a c alendar year for attaining or extending the status each time, and other privileges designed only for the Gold members.Circle: The K&N’s Way Circle status recognizes the loyalty of the exceptional customers. It offers these privileges as an expression of their utmost appreciation for the loyalty of their exclusive ‘circle’ of such customers. For instance, if a customer treats himself to 100% Executive Bonus award points on his purchases, 12 discount eVouchers in a calendar year for attaining or maintaining the status each time and other privileges designed exclusively for their Circle members. Personal Selling It also promotes its product through personal selling.Personal selling is more effective than any other promotion strategy. Through personal communication, it is easy to persuade someone to buy your product, because in personal selling there is a direct contact with the buyers. Public Relations: To increase its sales it also ties good public relations. K&Nâ €™s develops its public relation by doing the work of social responsibility, like wishing happy Eid or wishing any other special event to the customers. Through Public relations it also creates a good word of mouth for the product which is the most efficient way of promoting a product.Direct Marketing: In direct marketing K&N’s targets its customers through internet, telephone, print media and electronic media (television and radio). Print Media: It promotes its product through print media by advertising its product in newspapers and in different magazines. K&N’s adopts this type of advertising when it wants to introduce some new discount packages or sales offers. Other then advertising in newspapers and in magazines it also advertises its product on bill boards and banners. Electronic Media:To promote its product through electronic media K&N’s advertises its product on different television channels and on radio stations. To make its product information more convenient and easy it provides its website and 24 hours toll free numbers, through which the customers can contact and also give feedback about the product. The website of K&N’s is http://www. kandns. com Promotion for kids: To make its products favorite among kids, K&N’s introduced a product called â€Å"Fun Nuggets†. It has designed special advertisements for children.As kids are more attracted by cartoons, K&N’s has used cartoon characters like dinosaurs, dolphins and ducks and have given them special names like Din Din, Dolf and Ducky to make their products familiar with kids. K&N’s Cooking show: To promote its product, K&N's has now brought a dedicated cooking show for quick recipes with answers to all viewers’ ‘how do you do that' questions, and helpful tips – all at Smart Cooking with K's! Chef Mehboob Khan is the name consumers trust and count on for reliable and tasteful recipes.People can now watch him use a wide ran ge of K&N’s chicken products for easy-to-prepare recipes like Lahori Karahi, Chicken Ala Kiev, or Fajita Wraps. Smart Cooking with K&N's is aired on every Saturday 6:30pm, Sunday 4:00pm and Wednesday 2:00pm, on ARY Zauq. In this winter, to promote its products, K has now offered discounts on its products like Croquettes and chapli kabab. Similarly, in Ramazan, K offered its members to get 50% bonus award points on all of its products. In the same way, it had offered its members price discounts on Haray Bharay Nuggets and Tender Pops in Ramazan.Other then the print and electronic media the cheapest way to promote the product is through Short messaging service: They have a contract with different cellular companies where they will send K promotional messages to their special numbers. K face book page: K has also created face book page. Now-a-days, many companies, designers and artists are making their fan pages on face book for the advertisements of their products. People go on these pages, learn about the products, give their comments, resolve their queries and recommend these pages to their friends.In the same way, K has made its face book page to advertise its products. Its face book link is: http://www. facebook. com/pages/KNs-Chicken/120891524596651 Promotion Budget: To allocate budget for the promotion strategies K uses objective and task method. According to this method first it defines its promotion objectives, that why are they promoting their product? After that they determine different tasks to accomplish those objectives and at the end they estimate the cost utilized in performing these tasks. PRODUCT POSITIONINGIt is the evaluation of a company’s product’s position that what place it occupies in the market and how customers differentiate it from other products. Choosing positioning strategy To position the product different companies use different positioning strategies. Major competitors: Major competitors of K and N are †¢Kitchen confidence. †¢Mano Salva, †¢ seasons canola`s menu †¢Locally available chicken Kitchen Confidence basically produces frozen products like Chicken Nuggets. Burger Patties, Meat balls, Samosa,Rolls etc. Recently co. has started non frozen item i. e. Bread Crumbs.Salwa Foods offers an assortment of deep frozen food products for both retailers and food service. The assortment ranges from basic standard products to highly refined ready-made products. Salwa foods have launched its ready to cook items under the name of Mano Salwa. Season’s canola has launched its range of ready to cook food items with the name of menu. But the largest of the competitors that was a challenge to K and N was the locally available chicken in the market. It had the stereotypic advantage of being truly Halal and cheap than any kind of chicken available in packets in frozen form.Competitive Advantages Following are the competitive advantages that make it different K & N from rest of its competitors. Product Differentiation: We offer a pack of four. Each separately wrapped in butter paper, combined packed in sealed plastic bags that are safe for health, and then finally packed in the box. Service Differentiation: Our product will be accessible and will be available at every outlet of K. Channel differentiation: In Pakistan K is operating in more than 35 cities. There is very diversity in its distribution. We take the example of Islamabad city .In Islamabad there are many stores as well as retailers in every sector, and only in I-8 there is one K store and 17retailer’s shops. People differentiation: Technology is highly involved in the production so we will hire trained staff, those who knows how to operate the machines. We also hire qualified staff in order to guarantee healthy relationship between customers and retailers. Image differentiation: Since our product comes under K brand name hence a good image will be casted over the consumers. Also K is a s ymbol of quality; hence will automatically be recognized as a quality product.Product Chain K are enjoying their own product chain. They have their own breading and poultry forms, from where they get there raw material for their product. Choosing the right competitive advantage †¢Important: We deliver highly valued benefits to our target customers in our products. †¢Distinctive: we have no strong competitor and enjoy distinctiveness in the market. †¢Superior: we are providing pure hygienic food in at comparable prices. †¢Communicable: the consumers can feel the difference in our quality, taste, hygiene and prices that are communicable. Preemptive: competitor needs a lot and lot of hard work to match our standard else it is not possible. †¢Affordable: Buyer can afford to pay for the difference. †¢Profitable: the difference is profitable both for the company and the customers. Selecting an overall positioning strategy Our overall positioning strategy will be focused on More for Less winning value proposition i. e. will offer more quality at less price range and we will focus on the needs and wants of target customers in order to give high customer value and satisfaction POSITIONING STATEMENTTo target the teenagers, working women, hostilities and bachelors, we offer, a ready to eat hot and spicy paratha, with high quality, affordability and accessibility. Conclusion We have come to a conclusion that K is the most superior and famous quality delivering company. Its Promotion through advertising is highly frequent on different TV channels. It has differentiated itself from its competitors by having highly trained sales person with different discount allowances and coupons. It has developed strong bonds with its customers. It